A British billionaire’s passion project takes root in Canada.

If you’ve never heard of INEOS Automotive, you’re not alone. The car brand is the passion project of Sir Jim Ratcliffe, a billionaire who founded, and is currently the chairman of a global chemical company with the same name: INEOS.

According to the INEOS corporate website, the brand’s first vehicle, the Grenadier, was, “named after the London pub in which Jim Ratcliffe conceived the idea,” of launching this venture.

According to company insiders, Ratcliffe was a Land Rover Defender fan who wasn’t happy with the design direction Land Rover was taking with this model. So, what’s a billionaire to do but start his own company and design a vehicle that competes head-to-head with the likes of the Defender… and that’s how the Grenadier came to be.

Rather than start from scratch, Ratcliffe decided to purchase engines from BMW for his vehicles, and to build the Grenadier at a state-of-the-art facility in France. In December, 2020 INEOS Automotive announced that they had purchased a factory in Hambach, France from Mercedes-Benz, with plans to start building the Grenadier at the facility in 2021, and to start delivering the Grenadier to customers by 2022.

Under the terms of the acquisition, Mercedes-Benz contracted INEOS to continue to produce the smart EQ fortwo and some Mercedes-Benz components at Hambach, which proved to be a wise move for Ratcliffe, since it assured that he wasn’t just buying a building, but that he would have a highly-skilled workforce in place to get the Grenadier into production as quickly as possible.

In addition to the Grenadier, INEOS launched the Quartermaster in 2023, a double-cab pick-up variant of the Grenadier, and in February 2024, the company unveiled the INEOS Fusilier, the third vehicle line, which will offer two powertrain options: an all-electric and a range-extender electric. In Canada, customers currently have the option of ordering the Station Wagon and the Quartermaster, both of which are also available in Trialmaster and Fieldmaster Editions.

A niche player

As a newcomer to the industry, INEOS is a niche player, especially when you consider that the MSRP for most of the models in their lineup hovers around the $100k mark. Moreover, here in Canada, INEOS is represented by only two dealerships, Weissach INEOS Grenadier in Vancouver, B.C., and Dilawri INEOS Grenadier in Mississauga, Ontario. One of Canada’s better known automotive entities, Dilawri owns 82 franchised dealerships in Canada and the U.S.A., representing 38 brands, including INEOS.

Dilawri’s brand-new, purpose-built INEOS dealership first opened its doors in February, 2024. The small, boutique-style 9,500 sq. ft. facility features an open-concept showroom and a service centre with six bays. The dealership is situated on a 1.75-acre site. While the store may be small, especially when compared with the size of traditional dealerships, Dilawri INEOS Grenadier is the brand’s first and only location serving all of eastern Canada.

“We are proud to play a foundational role in launching the INEOS Grenadier brand in Canada, and are looking forward to engaging with and supporting customers from across eastern Canada,” David Boots, Vice President, Real Estate & Strategic Development, Dilawri said at the official launch of the store. “From our perspective, the INEOS brand’s philosophy and the Grenadier’s uncompromising capability align with the demands and expectations of Canadian consumers, who are seeking a vehicle that can complement their active lifestyles and desire for adventure.”

Promoting the brand

Since its Canadian debut, Dilawri has promoted the INEOS Grenadier 4X4 through a range of online and in-person marketing efforts. For example, visitors to the Canadian International AutoShow in Toronto would have had a chance to visit their display.

In addition, Dilawri’s “INEOS on Tour” summer weekend program is currently offering Ontario residents a chance to see the vehicle up close and personal in a number of locations around Muskoka and beyond. More information about that initiative is available via Dilawri INEOS Grenadier’s Instagram and Facebook accounts.

“The Dilawri INEOS Grenadier team is looking forward to introducing this rugged new automotive brand to our customers in eastern Canada,” says Frank Caietta, Vice President Operations of Domestics, Dilawri. “Its impressive capabilities and extensive opportunities for customization make the Grenadier a perfect fit for our customers, who have to contend with a challenging climate and variable terrain. It has already made an impression on automotive enthusiasts around the world—now it’s time to show what the Grenadier can do in the Canadian context.”